ASA warns Safeway - Advertising Standards Agency warns Safeway about deceptive advertising - Brief Article

Eurofood, August 30, 2001

Safeway, the UK supermarket chain, has been reprimanded by the Advertising Standards Agency (ASA) in the UK following a leaflet it distributed containing "More reasons NOT to shop at Morrisons".

In its pop at rival UK firm Morrisons, Safeway depicted two shopping receipts, one for Safeway and one for Morrisons. The leaflets were used in Spalding, Linconshire. The Safeway receipt was cheaper than the goods "purchased" at Morrisons.

Morrsions said that the goods on the imaginary receipt were not typical purchases, and that the reason they were cheaper in on the Safeway receipt was because the goods were on short-term promotional offer in the Safeway store.

Safeway has acknowledged that it should have made the leaflet clearer and identified products which were promotions.